4 Video Marketing Strategies for Higher Education

In a digital world where attention spans are short and options are endless, video has become one of the most powerful tools in a university’s marketing toolkit.

It’s visual, dynamic and versatile — perfect for showcasing your campus, communicating your values and engaging prospective students in a more personal way. And with more students researching institutions online, investing in video content isn’t a luxury — it’s a necessity.

Here are four creative and strategic ways to use video marketing to attract, inform and inspire future students.

1. Invite Students In With Virtual Campus Tours

Visiting campus is one of the most memorable parts of the application journey — but for many students, travel isn’t always possible. That’s where virtual campus tours come in.

When done well, a virtual tour can offer more than just a glimpse of your facilities. It can help prospective students:

• Understand your campus layout.
• Get a feel for your culture and student life.
• Connect emotionally with your brand — even from afar.

Top tips:

• Include student-led narration to add personality and authenticity.
• Segment tours by faculty or interest to personalise the experience.
• Embed calls to action like “Book a Visit” or “Download a Programme Guide.”

Offering access to a virtual tour early in the admissions journey can spark interest and keep it alive throughout the funnel.

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2. Create Personalised Video Content That Builds Relationships

Students don’t want generic content — they want to feel seen. Personalised videos allow your institution to speak directly to prospective applicants in a way that feels thoughtful, human and memorable.

This doesn’t mean producing a bespoke film for every lead — small touches can go a long way.

Ideas for personalised videos:

• A welcome message from a programme director.
• A short explainer on financial aid options based on location.
• A thank-you video after attending an open day.
• A celebration video for accepted students.

These moments don’t just inform — they delight. And in a competitive landscape, that’s what sets your institution apart.

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3. Experiment With OTT (Over-the-Top) Video Advertising

OTT advertising allows you to serve targeted video ads directly to viewers via streaming platforms — bypassing traditional TV providers. Think of it as smart, data-led video placement.

For higher education, this opens up exciting possibilities.

You can:

• Reach prospective students based on location, age, or interests.
• Promote different programmes with tailored messaging.
• Drive traffic to specific landing pages or lead capture forms.

OTT is still underused in the higher ed space — which means there’s a real opportunity for early adopters to get ahead.

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4. Use Shoppable Videos to Drive Action

Shoppable videos aren’t just for online retailers. In higher education, they can help turn interest into action — without disrupting the viewing experience.

Here’s how it works: as someone watches your video on social media, a clickable element appears, allowing them to:

• Enquire about a programme.
• Register for an event.
• Download a brochure.
• Start an application.

Example: A student testimonial video links to a course page. A campus tour links to a sign-up form. It’s seamless, simple and effective.

By removing barriers to action, shoppable videos help move students further along the decision-making journey.

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Final Thoughts

Video is no longer just a nice-to-have — it’s a central part of how students engage with your institution. Whether you’re offering virtual tours, personalised clips or strategic ads, the key is to make your content relevant, human and easy to act on.

To get the most from video, you also need the right systems behind the scenes — ones that let you personalise, automate and track the impact of your efforts.

Want to build a more personalised student journey across video, email and more? Full Fabric’s all-in-one admissions platform helps you share tailored content at every stage — and connect with the right students in the right way.